Data Visualization / End-to-End / B2B / Hospitality
Increasing ARR by $4 Million the first year
Providing restaurants with valuable data and insights to optimize their menus.
BACKGROUND: Tattle is a Customer Experience Improvement (CXI) platform tailored for the hospitality industry. It enables restaurants to aggregate and collect actionable feedback data through automated surveys, integrating with POS systems, social platforms, loyalty programs, and more. Tattle drives operational improvements for industry leaders such as MOD Pizza, Chili’s, Blaze Pizza, Hooters, and many others.
PROBLEM:
Restaurants lack the data necessary to optimize their menus or Limited Time Offers (LTOs). They don’t have a clear understanding of the performance of specific menu item or menu category, over time.
SOLUTION:
We aim to provide users with a dashboard that allows them to analyze the success of any menu item, leveraging existing concepts and known data points.
IMPACT:
After the launch of Item Level Feedback, Tattle's annual recurring revenue (ARR) increased by $4 million. It was the first new feature released in 3 years.
2023
DURATION: 4 Weeks
PLATFORM: SaaS Web App
METHODOLOGIES: User Interviews, Stakeholder Workshops, Requirement Gathering, Usability Tests, Card Sorting
FRAMEWORKS: Vuetify, eChart
TOOLS: Figma, FigJam, Slack, Jira
ROLE: Lead Product Designer, Tattle Inc.
COLLABORATORS: Head of Product, PO, CTO, Engs, QA, Data Analyst, CS Director, CEO
Harmony Is in the Fusion
DISCOVERY:
Our discovery sessions involved both knowledge transfer and uncovering user needs. This process helped us identify gaps, allowing us to further define our solution and create a strategic path forward.
How might I understand how an item performs during a specific time of the day and day of the week?
“I feel like our chefs are lazy at night”
How might I know if a menu item or LTO is performing well or is under performing? And, should it be added or removed from our menu?
“I feel like our GM should have a way to gauge how customers are enjoying or not enjoying one of our items”
How might we help customers determine if they should have
the same menu item in multiple channels or not?
“I feel like our menu is hard to execute for takeout and delivery.”
“HOW MIGHT WE” STATEMENTS:
We identified several user problems and framed them as actionable "How might we" statements, pairing them with "I feel" statements collected from our users. This approach kept us focused on addressing user problems throughout our process.
TOP 3 USER GOALS AND METRICS:
Provide GMs the actionable insights needed to optimize crews and training.
Increase guest retention and grow loyalty = Increased satisfaction rates.
Provide Global users with actionable insights for their culinary teams.
Increase food quality = Improved guest experiences.
Increase check sizes.
Improve profitability = Increased foot traffic.
AREAS OF OPPORTUNITY:
TOP 3 BUSINESS GOALS AND METRICS:
Maximize available data and position ourselves as data experts.
Make a greater impact across our users restaurants = Increase in lead volume.
Ability to compare menu categories across multiple locations.
Insight into issues in specific locations = Decrease churn
Automate wherever possible.
Free up Tattle resources = Decrease CS team’s time spent reporting.
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Create charts and graphs that include thresholds. Provide percentages illustrating differences between the threshold and item data. So, users become dependent on the Tattle platform and our expertise so that we become sticky.
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Create a menu tagging feature so users can compare menu categories across locations.
Allow for tagging throughout the app; survey’s etc.
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Create a reorder rate chart and use that data point in other areas of the app to help provide more accurate insights.
Real Users, Real Insights
Reorder rate helps users identify churn and menu item issues.
Display trajectories and starting and ending rates for quick analysis.
FACTS HAVE SPOKEN:
4 Tasks + 7 Users = Avg Success Rate 3.1%
3 Immediate Recommendations:
Create an insights overview module at the top above charts and graphs; Avg OSAT Score, Order Frequency, lowest and highest.
Group data points based on the way they think about the guest journey.
Users didn’t like to scroll. Explore ways to combat that; back to top, vertical container toggle, sticky masthead, anchor links etc.
3 Future Recommendations:
Display “why” based on AI keyword extraction from comments in survey’s.
Display list of comment with sentiments.
Add positive and negative “word cloud”.
Analyzing 1 menu item against all menu items.
Reorder rate, most valuable and telling data point.
Final Form Takes Shape
A card sporting worksop helped us t gather and organize the data according to the guest journey, while minimizing scrolling.
A high-level overview of data points and areas of focus bring immediate attention to problem areas.
Change metrics making it easy for users to scan at a glance to save time.
Just got off a call with the Burgerville executive team… they were blown away and had an absolute field day with the Item Level Feedback Operational Categories by ordering channels. Very rarely ever do you see the executive team so engaged!
Alex Beltrani
CEO, Tattle Inc.
Our platform empowers restaurants with the data they need to confidently optimize their menus and Limited Time Offers (LTOs). By providing insights into guest preferences, we help maximize profits and enhance operational efficiency.
In 2023, after launching Level Feedback analysis, Tattle's annual recurring revenue (ARR) increased by $4 million. The next iteration of this feature will introduce AI-driven insights that trigger specific actions restaurants can take to optimize their menus.